Recent Study by Google Reveals Additional Insight Into the Search Behavior of Mobile Users
We live in a fast-paced, highly connected world. When people are out to make a decision to buy something or go somewhere, they turn to that small device always at arm’s reach: their smartphone. A recent study on search behavior with mobile devices might pique your interest and reveal some interesting facts you can use to make the most out of your apartment website.
People use Mobile En Masse
The fact is, people use their mobile devices, a lot, for everything from searching the web, shopping, getting directions, and calling local businesses. In a recent study by Google/Nielsen analyzing mobile search, they found that on average people will spend 15 hours each week to research products and services. So this begs the question: Can they find your apartment property? If your ultimate goal is to maintain healthy occupancy, then apartment seekers need to be able to find you on the mobile web. Of course you need to cater to desktop audiences, but they are also going to use their mobile device. Just as it is important today for your apartment community to have a website, it is also important to ensure you’re reaching mobile audiences.
People Convert Quickly via Mobile
We like mobile search because it’s quick and easy. In fact, over 80% of people use their mobile device for search because it is a fast and convenient tool. At its core components, the typical mobile search is very similar to desktop search: At the top you have two to three ads, below that you have map with pins showing the top ranking local communities, and below that you have the local listings for those top ranking locations. Now, if your marketing strategy includes search engine optimization and pay-per-click (PPC) ads, then your community will be well equipped to take full advantage of mobile searches.
The first aspect of a mobile search is the ability to get directions and navigate to your apartment community. This is through either the location extension on a pay-per-click ad or through the “directions” button on the local listing. Clicking this will open the default navigation app. The second aspect is the click-to-call button. This is available on both a PPC ad and on the local results, but not on the regular organic listings. In the study done by Google/Nielsen they found that 28% of mobile searches result in a visit, call, or purchase and 81% of those were within five hours. Which means that when people search for you on their mobile device they are ready to make a decision, and quickly.
Paid Ads Are Powerful
So how effective are those search ads at the top? Do people even pay attention to them? The fact is 65% of people notice the ads on a mobile search and 59% found them helpful. When people are searching for their next apartment community they want to be able to find you and contact you quickly and easily. PPC ads help you reach them because it gives you the potential to be at the top of the page, even above local listings. They also can help someone easily find and contact your community.
In today’s world there are many marketing avenues and strategies to reach potential residents and to help them find you. We live in a fast-paced, highly connected world. Take advantage of the growing use of mobile devices, and help future residents find your community.